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Cafe as a Representation of the Lifestyle of the Urban Community

Author

Listed:
  • Harun Ahmad

    (IKIP Budi Utomo Malang, Indonesia)

  • Endang Sumarti

    (IKIP Budi Utomo Malang, Indonesia)

  • Yunita Anas Sriwulandari

    (IKIP Budi Utomo Malang, Indonesia)

Abstract

Cafe is one of the contemporary products that has become an arena of lifestyle battles. Supported by a culture of consumerism and commodity fetishism, the Cafe then transformed into a lifestyle representation of urban society. There are many phenomena that support this thesis. Those who come to the Cafe are not only to fulfill their basic needs (the need to drink coffee), but more than that, which is to show others their existence with all the success they have achieved. Drinking coffee in a cafe with the aim of imaging is the core of the culture of consumerism and commodity fetishism, which Anthony Giddens (1991:198) calls a human identity project.

Suggested Citation

  • Harun Ahmad & Endang Sumarti & Yunita Anas Sriwulandari, 2022. "Cafe as a Representation of the Lifestyle of the Urban Community," Technium Social Sciences Journal, Technium Science, vol. 33(1), pages 569-576, July.
    • Handle: RePEc:tec:journl:v:33:y:2022:i:1:p:569-576
    DOI: 10.47577/tssj.v33i1.6851
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    References listed on IDEAS

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    1. Chawalit Kodsiri & Somwang Kaewsufong & Charin Mangkhang & Jarunee Dibyamandala, 2022. "A Learning Model Based on the Elderly Philosophy for a Happy Life in Thai Social Context," Technium Social Sciences Journal, Technium Science, vol. 32(1), pages 192-203, June.
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    More about this item

    Keywords

    cafe; lifestyle representation; urban society; consumerism; commodity fetishism;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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